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1、沈阳师范大学 硕士学位论文 中英文广告语篇的人际意义对比分析 姓名：张楹 申请学位级别：硕士 专业：外国语言学及应用语言学 指导教师：任承科 20100501 iv 摘摘 要要 人际功能是语言的一项重要功能。它是指人们用语言与他人交往，用语言来 建立和保持人际关系，用语言影响别人的行为，也用语言来表达对世界的看法。 语言的人际意义能显著地反映语言与社会的关系。 随着经济全球化的发展，广告在人们生活和商品营销中发挥着重要的作用。 广告创作的目的是为了推销产品或服务， 因此广告创作者采用一切手段试图与消 费者建立一种良好的人际关系来吸引消费者。 广告是功能性极强的商务语篇，是研究人际意义的理想语料
2、。近年来对广告 语篇的人际意义的研究非常流行，但多数研究集中于英文广告，对汉语广告的研 究比较少。本文以韩礼德的系统功能语法为理论支撑，主要研究中、英文广告的 人际意义的实现，选取中英文广告各 20 篇，研究对象为广告的文本部分，不包 括广告的标题、口号等。文章对收集的广告进行分析，从语气、情态和评价三方 面进行了深入细致的比较，总结出中英文广告在实现人际意义方面的异同点，其 中相同点体现在语篇模式、语气、情态、评价、促销方式五个方面；不同点则体 现在语气、情态和促销方式三个方面。中英文广告在实现人际意义方面有很多相 似性，这说明在经济全球化的趋势下，文化交往日益增多，要想使产品成功打入 国际
3、市场，文化的融合是十分必要的，因此中英文广告的语言文化差异也会随着 经济、文化的融合而逐渐缩小。 此外，本文通过对跨文化广告创作的研究，希望能为广告创作者提供更有效 的思路，创作出更优秀的广告。 关键词：关键词：人际意义；广告语篇；语气；情态；评价 ii Abstract Interpersonal metafunction is an important function of language. It means that people use language to interact with other people, to establish and maintain relatio
4、ns with them, to influence their behaviors, to express their own viewpoint on things in the world. Interpersonal meaning of language can remarkably indicate the relationship between language and society. With the development of economic globalization, advertising plays a very significant role in our
5、 life and even in marketing. The ultimate aim of advertising is to promote products or services, so advertisers try their best to establish a good relationship with potential customers to attract them. Advertising discourse is a kind of ideal business corpus to study the interpersonal meaning becaus
6、e of its strong function. Recently, there has been a very popular trend to study the interpersonal meaning of advertising discourses. However, most of them are based on English advertising while few researches are on Chinese advertising. Based on the theories of Hallidays Systemic Functional Grammar
7、, the thesis studies the realization of interpersonal meaning of Chinese and English advertising discourses. Twenty Chinese advertising discourses and twenty English advertising discourses are chosen, not including titles, slogans and so on. After deep and careful analysis and comparison of the coll
8、ective advertisements from mood, modality and evaluation, we conclude the similarities and differences of realization of interpersonal meaning on Chinese and English advertising discourses. The author discusses similarities from five aspects, namely discourse pattern, mood, modality, evaluation and
9、promotion iii approach; while differences are reflected from mood, modality and promotion approach. Why so many similarities are displayed in the realization of interpersonal meaning of Chinese and English advertising discourses? Because in the current of globalization, cultural exchange increases m
10、ore and more. Culture integration is necessary for making products enter into global market. The differences of language and culture between Chinese and English advertising will become less and less along with the integration of economy and culture. Besides that, through the study on cross-cultural
11、advertising creating, we hope to provide more effective ideas to advertisers and create more excellent advertising. Key Words: interpersonal meaning, advertising discourses, mood, modality, evaluation viii List of Figures Figure 1 Giving and Demanding, Goods- (2) enacting human relationships carryin
12、g out the interaction which constitutes our social life. These two are integrated in language by means of a third metafunction: (3) creating discourse enabling the other two to be embodied in a coherent flow of meaning. (Hu Zhuanglin, 2000) These are functions we talked about lately: ideational func
13、tion, interpersonal function and textual function. We can also explain these three functions in the simple way, that is, the ideational function is to organize, understand, and express our experience of the world and of our own consciousness. This function can be classified into two subfunctions, th
14、at is, the experiential and the logical. The former is largely concerned with the content or ideas. The latter is largely concerned with the relationship between ideas. The interpersonal function is to enable us to participate in communicative acts with other people, to take on roles, and to express
15、 and understand feelings, attitudes, and judgments. The textual function refers to the thematic structure, which involves the use of language to organize the text itself. 2.2 Various Interpretations of Interpersonal Meaning One of the main purposes of communicating is to interact with other people.
16、Language enables people to interact with others, to establish and maintain relationship with them, to influence their behaviors, to express our own viewpoints on things in the world, and to elicit or change theirs. In other words, language is used to enable us 9 to participate in communicative acts with other people, to take on roles and to express and understand feelings, attitude and judgments, which is known as the interpersonal function. As one of the most representative linguists, Ha
